Britain’s high streets could look dramatically different in 25 years, driven by the spending power and expectations of Generation Z, according to new research.
The Retail 2050 study, conducted by American Express in partnership with futures consultancy Trajectory, suggests that Gen Z—currently aged up to 28—could turn traditional retail areas into vibrant social destinations powered by immersive technology and AI innovation.
The report emphasises that success on the high street will increasingly depend not only on what businesses sell, but on how they make consumers feel, blending technology, experience, and community into every visit.
According to the study, for Gen Z, a trip to the high street is about far more than shopping. Around 65% of respondents said each visit should deliver something they cannot get online, while 79% want future retail destinations to combine shopping with dining, drinking, and leisure activities. 59% view shopping as a full “day out” incorporating meals, culture, and relaxation, compared with only 30% of Baby Boomers.
AI and technology are central to this vision. Some 76% of Gen Z believe retailers should use AI to create more immersive in-store experiences, and 60% said they would be more likely to visit shops offering digital try-ons or AI-generated styling advice. 83% welcomed the idea of hyper-personalised rewards and recommendations based on past purchases.
Convenience is another priority. Gen Z respondents favour mobile and self-checkout, rapid kerbside collection, and digital in-store guides. 65% expect purchases to be delivered by drone, while 67% predict they will travel to shops in driverless vehicles.
Dan Edelman, UK General Manager for Merchant Services at American Express, noted that Gen Z could reshape British high streets into vibrant social hubs where retail, hospitality, and entertainment converge. He added that businesses will need to offer differentiated experiences, embrace new formats, and leverage technology for convenience and personalisation at every stage.
The study also revealed that 82% of Gen Z want a steady rotation of pop-ups and new venues to keep high streets dynamic, and 64% want cultural spaces such as galleries and theatres integrated into retail environments.
Paul Flatters, CEO at Trajectory, said the findings suggest the high street is on the verge of a transformation. He described a future where streets flow into co-working studios, rooftop gardens, tasting kitchens, and wellness hubs, emphasising that by 2050, the high street will focus less on transactions and more on discovery, connection, and belonging.
